Mei-US brand management to see the Internet age.docVIP

 PAGE \* MERGEFORMAT 8 Mei-US brand management to see the Internet age As the saying goes: a bad mouse droppings gruel; saying goes: A single spark can start a prairie fire, a candle can illuminate the entire room. Say is a meaning - factors influence, of course, the impact of both good and bad. Put the branding is also true, a member of the Organization of behavior, it may have a huge impact on the entire brand or the reputation of the brand and noise, or the brand beyond redemption. Therefore, enterprises must carry out a full brand management, especially in the new media age. The brand strategy has become the core strategy of many enterprises, the survival of the brand has also become the consensus of the enterprises compete in the market. How quickly and firmly established brand companies are in urgent need of rapid completion of the subject. From brand positioning to establish a brand image then brand value lead from celebrity advertising to marketing, public relations and then to crisis management, branding practices less enumeration. However, the branding path, little often overlooked or dismissed, and the ‘point’ is precisely the cornerstone of branding and the original impetus ‘point’ is the staff. First of all, we look at the two cases under the enormous influence of the staff for the brand: Case I: Mei-US Red Cross ‘Fatal Attraction’ I believe no one I do not know, this 20-year-old girl claiming to be ‘living in a big house, Maserati, their certification status is actually’ the Chinese Red Cross commercial general manager ‘, after the divergent views can only be to the Red Cross’s reputation plunged. Ya’an, Sichuan fund-raising activities in the near future, the Red Cross is frequently humiliated: local fund-raising, but the donation box was empty, some pedestrians dodging even the Red Cross donation boxes go; one of the donations microblogging, but harvest the tens of thousands of users ‘roll’ reply. Case II: American Standard Oil, a